As advertisers push for greater transparency and efficiency in connected TV buying, Xumo has introduced a new direct route to its premium streaming inventory that reflects broader shifts across the MarTech and ad tech ecosystem.
Xumo, the streaming joint venture between Comcast and Charter Communications, announced that advertisers can now access Xumo inventory through OpenPath, a direct supply path developed by The Trade Desk. The integration makes Xumo the first publisher to connect OpenPath through FreeWheel, its primary ad serving platform, establishing a more streamlined approach to connected TV transactions.
The move gives advertisers and agencies more direct access to Xumo premium streaming inventory while reducing the complexity that often slows programmatic buying. By minimizing intermediaries in the transaction flow, OpenPath enables more working media, lower latency, and clearer visibility into performance outcomes. This matters as brands increasingly demand measurable returns from connected TV alongside the scale traditionally associated with television.
Through this direct supply path, advertisers can reach Xumo’s ecosystem of more than sixty million monthly active users across streaming devices, smart TVs, and ad supported streaming channels. The OpenPath connection also supports identity aware buying, a growing priority as the industry moves toward more deterministic and privacy conscious targeting methods in connected TV environments.
The announcement builds on Xumo’s broader identity strategy, which includes its recently launched advanced identity solution incorporating Unified ID two point zero. Originally developed by The Trade Desk, UID two point zero is an open source framework that uses hashed and salted identifiers to support consistent advertising experiences across devices and media platforms. By pairing OpenPath with UID two point zero, Xumo strengthens its ability to support deterministic targeting across connected TV inventory.
“Direct paths to supply matter more than ever as buyers seek efficiency, transparency and certainty,” said Jerrold Son, vice president of advertising revenue operations at Xumo. “By integrating OpenPath and UID2, we’re reducing the friction that can weigh down performance from the ad stack and giving advertisers a clearer, more efficient route to viewers across Xumo’s fast-growing ecosystem.”
From the buy side perspective, the integration highlights how programmatic infrastructure in connected TV continues to mature. Will Doherty, senior vice president of inventory partnerships at The Trade Desk, noted that while connected TV offers some of the most valuable digital inventory available, much of it has historically been traded through more rigid transaction models. Xumo’s adoption of OpenPath signals growing momentum toward more flexible and efficient programmatic access across premium streaming environments.
By expanding direct access to premium streaming inventory via OpenPath, Xumo reinforces its strategy to simplify supply routes and increase accountability for advertisers. As connected TV spending accelerates, the company positions this integration as a foundational step toward a more transparent, performance driven marketplace where premium streaming inventory can be activated with greater confidence and efficiency.
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